With the development of smart equipments and location information service (LBS: location based service) that provides various services by utilizing location information of people and things in the age of individuals being accelerated, people and things and people using the Internet Intelligent service that connects information communication between the Internet and the Internet (IoT: Internet of Things) services are increasingly interested. When the location-based service and the Internet service of the product are mixed and the user enters the inside of the building, utilizing the user information (sex, by age, etc.) registered in the smart device, personalization customized store information. We propose a system that analyzes the route of travel to the shop where the user has chosen and provides navigation guidance. The Personalized Shop Recommend and Navigation System are based on collaborative filtering and provide recommended route guidance service to find a group of highly relevant stores by using the user's personal information. We expect this system to contribute to the revitalization of the market not only by enhancing the shopping efficiency of customers but also from the long-term perspective by providing customer-centered services rather than enterprises.